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Top 9 Ways How Social Media Impacts Your Business

Social media has certainly proven beneficial over the last two decades.

Once a communication experiment that later evolved into platforms figuring out just how much personal data people would make available to their “digital networks,” social media remains a huge part of Americans’ everyday lives.

For businesses, social media has created a way to send a brand’s messaging to the right people at the right time and hope your brand sticks out to them enough to be interested, let alone loyal throughout their lives.

Here are the top nine reasons why it’s imperative for businesses to be on social media, and how it can help ensure your brand’s success.

1. Faster, Easier Communication

Customers can contact a customer service representative faster and easier now than ever before thanks to social media.

Businesses can also receive, review, and respond to customers’ grievances faster and easier than ever before.

Depending on the industry and the grievance, challenges may still remain, but the line of communication that once was somewhat challenging to establish is no longer nearly as difficult to do so.

It’s faster now than ever before to contact the right people — and oftentimes without having to even pick up a phone — and it’s only becoming easier as more people and brands use social media platforms to keep in contact with the people that matter most to their business.

Customers can now communicate real feedback in real time like never before, something businesses have strived to achieve for a long time.

2. Networking & Partnerships

In addition to the simplified lines of communication, there’s the aspect of general availability.

Let’s face it: there is a small part of the world’s population that it would be nearly impossible for most average humans to ever directly communicate with without the right kind of help (publicist, agent, etc.).

Also consider actors and actresses, athletes, and other high-profile people most of us Average Joes would never be able to interact with.

Social media helps connect us easier than ever before.

Building quality relationships becomes a lot easier with the streamlined communication we get from social media, and building relationships with key influencers earns a lot of value for your brand.

Some examples of the added value these connections facilitate are:

  • Trust from others’ networks and audience members.
  • The acquisition of quality backlinks (that offer SEO boost as well as, hopefully, an increase in referral visitors).
  • Potential business opportunities.

3. Boost Organic Visibility

There’s so much potential value to be unlocked through social media, aside from the networking and partnership-produced backlinks.

In addition to the SEO value gained from adding quality backlinks to your brand’s website (by way of social media relationships, as well as the ways social media help accumulate a variety of link types to comprise a healthy backlink profile), social media also sends relevancy signals and other signals to search engines like Google to ensure popular content is easily visible and shareable.

It’s important to understand how social media affects SEO as well.

Google has repeatedly said that social media likes, favorites, shares, backlinks, etc. are not direct ranking signals — but there is a correlation between social media activity/popularity and how/why it is ranked by search engines.

So, even though social media shares don’t serve as actual, full-value backlinks, the people, brands, and webmasters/marketers that may see your brand’s content via social media then may very well link to your brand’s content (since it’s quality content offering real value), and those backlinks would certainly hold real value.

4. Increases traffic on your website

Platforms like Facebook and Twitter allow you to share links to your blog and your website. If you want to direct traffic to relevant pages, you can post your content links on your social profiles. People who follow your social media accounts can see these links and visit your site.

This is a huge benefit to your business because it helps you build more brand recognition with your audience. You can help them learn more about your business by reading the relevant page on your site. If you’re looking to grow your business, you can use social media to help you gain new traffic on your website other than people who search online using your brand name, product names, or key terms. It helps you expand your reach and drive more people to your page.

5. Customer Feedback

In the world of business, sales, and profits, regardless of what your industry is and who you are marketing and selling to, the focus has to truly be on the customer.

And success, both digitally and traditionally, is achieved by understanding — and delivering — the best quality customer service possible, and doing everything in your power to ensure your customer and potential customers have the best possible experience with your company.

Of course, the product or service you are selling should also be good, but there are always going to be unhappy customers. How we respond to the customers — regardless of how “good” or “bad” their feedback may be — is imperative to your business’s online success and its longstanding reputation.

Social media helps us maintain that reputation by giving us platforms to directly interact with our customers like we never have before. That also means we are receiving real customer feedback directly from the source, faster than ever before (and usually much more raw, too).

Businesses should be using this amazing opportunity to build their brand as a true, consumer-first operation, eventually building the brand’s reputation into one that can never be mistaken and is relied on for many years by an ever-growing customer base.

6. Learn about your audience 

On social media, you can gain insight into customer behavior. You learn what your audience is saying about your business. Many people will use social media to express their thoughts and opinions about businesses.

Using social media listening or social media monitoring is a great way for you to see how your audience perceives your company. Whether it’s positive or negative feedback, you’ll learn what your audience likes, dislikes, or wants to see happen with your business, which can help you amplify how social media benefits your business.

7. More Brand Authority

Customer satisfaction and brand loyalty both play a part in making your business more authoritative, but it all comes down to communication. When consumers see your company posting on social media, especially replying to customers and posting original content, it makes you appear more credible. Regularly interacting with customers demonstrates that your business cares about customer satisfaction, and is available to answer any questions that they might have.

Satisfied customers are eager to spread the word about a great product or service and they usually turn to social media to express their opinion. Having customers mention your business on social media will advertise your business, and show new visitors your value and brand authority. Once you obtain a few satisfied customers who are vocal about their positive purchase experience, you can let the advertising be done for you by actual customers who enjoyed your product or service.

8. Track Your Competition

Social media channels also allow us to keep our finger on the pulse of not just other marketing tactics and practices, but also with the tactics used by direct competitors.

And we can learn a lot from our competition.

No one is perfect, and we can all learn something. The ultimate goal is having the customer understand us and depend on us for our authoritative approach within our niche over our competition.

Our competitors are aiming to do the same things as us (establish and protect brand reputation and ultimately sell its products/services), so it’s worth us monitoring and finding out ways our business can do better to educate and entertain users, as well as the things our brand does well, and ways we can get better across the board.

9. User-Generated Content & Crowdsourcing of Ideas

User-generated and crowdsourced content isn’t just free and unique; it can also be awesome.

The larger the audience, the more potential the content has to really impact a brand and its messaging. Brands will receive and be able to (usually) use this sometimes-quality content — videos, images, infographics, memes, etc. — with proper permission, of course.

Social media allows us to ask for this user-generated content, then receive it directly, but there is quite a bit going in between all of that, too.

Most brands will have people post their content with specific hashtags. So, the brand isn’t just receiving the content; the content is actually being posted throughout social networks (being seen by each person’s network individually, as well as the brand and it’s network), and equipped with the required hashtags and other “requirements” (which usually includes following the brand, sharing directly with a certain number of connections, and plenty of others.

Sources:
https://www.searchenginejournal.com/social-media-business-benefits/286139/#close
https://www.searchenginejournal.com/social-media-business-benefits/286139/#close
https://www.webfx.com/social-media/social-media-benefits.html
https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing

How to Set Up an Instagram Account for your Business

More than one billion people use Instagram every month, and roughly 90% of them follow at least one business. This means  that, in 2021, using Instagram for business is a no-brainer.

In just over 10 years Instagram has grown from a photo-sharing app to a hub of business activity. Brands can run fundraisers in Instagram Live broadcasts, open shops from their profiles and let people book reservations from their accounts. Updates of new business tools, features and tips in the app have become pretty much routine.

Learning how to set up Instagram for business is easy, especially if you’re already using Facebook. From a business standpoint, Instagram is simpler and less time-consuming than other sites.

You can use visual micro-stories to find out what entertains your audience and quickly grow a following. Take these steps to create a profile and start promoting your business on Instagram.

1. Download the app

If you’ve never used Instagram, start by downloading the app. Instagram is available for smartphones, tablets, and computers through the Apple iOS, Google Play, and Windows app stores.

The app is geared toward mobile devices, and you’ll probably use a smartphone or tablet for most of your posting activity.

You can visit the Instagram website or use the app on a desktop computer if those options work better for you. However, some mobile features are not available or require special plug-ins to work for desktops and regular web browsers.

So, for the purposes of this guide, let’s focus on using the mobile app.

2. Create an account

Launch the app, and create an account in one of two ways:

  • Option 1: Sign up with your email address or phone number, and then enter a username.
  • Option 2: If you have a Facebook account, you can log in with the same information and link the accounts.

Already have an account? Just sign in, and go straight to your profile page.

3. Connect to Facebook

By default, you begin with a personal profile. To use Instagram for business, you have to connect your account to a Facebook business page. Click the profile icon at the bottom right of the screen.

At the top right corner of the page, open the settings menu. It appears as a vertical ellipsis in Android or a gear in iOS.

On the next page, scroll down until you see “Switch to business profile.” Click through the promo slideshow until you get a prompt to connect to Facebook. Select “Choose a page,” and set the page to “public.” Click “OK.”

Next, Instagram asks for permission to manage your Facebook pages. Look through the list of Facebook business pages you’ve already created. Select the right page, and click “Next.”

Only an admin on the account can complete this step. You won’t see the page if you’re just an authorized user.

4. Complete the profile setup

To finish your profile, enter an email, phone number, and address for your business. You have to fill in at least one of these contact fields to proceed. Some information will be auto-filled if it already appears on your Facebook page.

Click “Done,” and go to your profile. A new graph icon should appear at the top of the Instagram app. This is your Insights page, where you can keep track of promotions and engagement stats.

At any time, you can go back to the profile page and switch back to a personal account.

5. Create a new business page

If you haven’t already created a Facebook business page, you can do this at the same time. When you get the option to choose a page, select “Create one” at the bottom of the screen.

Set a title for your page, and choose the category that best describes your business. Some options include:

  • Books and magazines
  • Brands and products
  • Music
  • Sports
  • Event sources
  • Local businesses
  • Websites and blogs

Pick a subcategory to help people find your page in searches. For example, if you used “local businesses” as a subcategory, you have options, such as bar, home improvement, or arts and entertainment. Click “Next.”

6. Edit your profile

Go back to your profile page, and click “Edit your profile.” Here, you can add a photo, bio, and website link. If you switched from a personal account, consider changing the photo, name, and username to reflect your business. Using your brand’s logo and business name makes it easier for customers to find you on Instagram. You can make a logo in minutes if you don’t have a design yet.

The bio is an opportunity to put some branded language, links or hashtags in your profile. Check out how office supplier Staples uses the company bio for branding and promotion:

Together we make the workplace work. Shop our feed: like2b.uy/staples

Make a brief statement about what your business does or how you help customers. Keep in mind, you’re free to use a more casual tone on Instagram, even if your business is conservative.

From time to time, many brands change their bio to display fun announcements on the main page.

7. Invite contacts to follow you

Take advantage of any work you’ve done to build contacts online. In the settings menu, use the “Invite Facebook friends” option to send a notification to your entire Facebook network.

You can use the “Invite friends” option to access other networks, such as Gmail, LinkedIn, Twitter, or Yahoo! contacts. The more followers you have, the more it gives your business social media credibility.

8. Fill your gallery

Start adding photos to your gallery. The best thing about Instagram is your ability to reinvent old photos by adding filters. Users love the authenticity of the platform, so you don’t need pro skills to tell great stories.

Click the cross-shaped “Add” button to open a gallery from your phone. You can select the drop-down arrow at the top of the screen to get photos from other sources, such as Google Drive.

Once you know how to use Instagram for business, you can create Stories to drive engagement. Instagram stories are short photo or video collections that disappear after 24 hours. This simple feature is an effective way to share a funny, educational or heartwarming moment with your followers.

Even better, you have unlimited ways to be creative with storytelling. Show a product coming to life in your “food lab.” Offer a 10-second tutorial on cleaning the gutters. Make your audience laugh with funny filters on staff photos.

Instagram may seem intimidating at first, but the short, visual posts make it easy to learn fast and connect frequently with little effort.

References:

https://www.freelogoservices.com/blog/2018/02/20/how-to-set-up-an-instagram-account-for-your-business/

https://blog.hootsuite.com/how-to-use-instagram-for-business/

The Ultimate Guide For Instagram Shopping

Follow these steps for creating a shop on Instagram to get access to features like product tags, checkout, create ads with product tags and more!

STEP 1: CONFIRM ELIGIBILITY

If your business checks all of these boxes, you are eligible and able to setup Instagram Shopping.

  • Your business is located in a SUPPORTED MARKET
  • Your business has an eligible product
  • Your business complies with Instagram MERCHANT AGREEMENT and COMMERCE POLICIES
  • Your business owns a website domain in which you intend to sell from
STEP 2: CONVERT TO A BUSINESS OR CREATOR ACCOUNT

Follow these steps to convert your account to a business account. Once you have a business account, you can add in relevant business information like store hours, business address, phone number and a link to your website.

  1. Go to your business’s Instagram profile
  2. Select “Edit Profile”
  3. Under the “Public Business Information” section, select “Page”
  4. Choose a Facebook Page from your Pages that you’d like to connect
  5. If you do not have a Facebook Page select “Create a New Facebook Page”
  6. Note: Facebook Page Shop is not required, only a Facebook Page.
STEP 3: CONNECT TO A FACEBOOK PAGE

Follow these steps to link your Instagram business account with a Facebook page.

STEP 4: UPLOAD PRODUCT CATALOG

Instagram Shopping is powered by your product catalog. There are two ways to connect a product catalog to your Instagram Business Account:

CATALOG MANAGER is the “do it yourself” method found within Facebook Business Manager. 

OR 

ECOMMERCE PLATFORM PARTNER is an integration through one of our certified ecommerce platform partners like Shopify or BigCommerce

STEP 5: ACCOUNT REVIEW

Once you connect a product catalog to your Instagram and have products in your catalog, submit your account for review by following these steps. Account reviews typically take a few days but sometimes can take longer.

  1. Go to your business’s Instagram profile and tap
  2. Select “Settings”
  3. Sign up for shopping
  4. Follow the steps to submit your account for review.
  5. Visit “Shopping” in your “Settings” at any time to check your status.

Some businesses may be notified that additional information is necessary to prove ownership of your website domain. If you receive this notification, follow the steps to complete our domain verification process to submit your account for review.

STEP 6: TURN ON SHOPPING

Once your account is approved you can turn on Shopping features. Note: If you don’t see Shopping in your Settings, your account is probably still under review or it hasn’t been approved for Instagram Shopping.

  1. Go to your business’s Instagram profile and tap
  2. Select “Settings”
  3. Tap “Business” then tap “Shopping”
  4. Select the “Product Catalog” you want to connect to your account.
  5. Select “Done”
STEP 7: START TAGGING

Now that you’ve enabled Shopping you can use product tags to highlight products in your photos and videos across Feed and Stories.

PRODUCT TAGS IN POSTS

To tag products within an Instagram post, start by uploading a photo as you normally would and follow the below instructions before posting:

  1. Tap “Add Photo”
  2. Add a caption
  3. Tap on “Tag Products”
  4. Tap on photo
  5. Search for product
  6. Select product
  7. Tap “Done”
  8. Tap “Share”
SHOPPING STICKER IN STORIES

Right after you have chosen an image for your story follow the below instructions before posting:

  1. Tap the sticker icon in the top right corner
  2. Select the product sticker from the sticker tray
  3. Select the product from your catalog that you want to feature
  4. Move the product sticker to where you would like it to appear on your story
  5. Change the text color of the product sticker by tapping the sticker
  6. Share your story
SHOPPING TIPS
MAKE CONTENT ACTIONABLE

People engage with shoppable photos and videos all throughout the app. Use all available touchpoints across Stories, Feed and Profile to build shopping behaviors.

  1. Use clear CTA’s like this Perricone MD example to tell people how to shop your products on Instagram.
  2. Update your Profile bio to communicate how to shop your content now that you are on Shopping.
OWN YOUR BRAND VOICE

Unlike other ecommerce sites and apps, there is no Instagram Shopping template your brand and content has to fit into.

  1. Maintain the same tone and voice your followers love. Shopping features shouldn’t change who you are as a brand.
  2. In this example, Outdoor Voices uses product tags with authentic non-commercial content consistent with their brand.
PLAN AHEAD

Build a calendar of moments that are important to your brand and plan your products and content in advance.

  1. Choose cultural moments that are important to your brand and your followers similar to how the NFL chose Draft Day and featured players in content selling their new team’s caps.
  2. Don’t be afraid to create your own moment like Julian Edelman who turned his epic game-winning pass into a shoppable moment for fans to embrace.
ADS WITH PRODUCT TAGS

Ads with product tags drive people directly to a product detail page to learn more. From there, people can go to your website to purchase.

ADS WITH PRODUCT TAGS AND CHECKOUT

If you are a U.S. checkout enabled business, people will be driven to purchase directly in-app.

ADS WITH PRODUCT TAGS RUN IN FEED OR EXPLORE USING SINGLE IMAGE, CAROUSEL OR VIDEO FORMATS

ADS WITH PRODUCT TAGS IN FEED

 

ADS WITH PRODUCT TAGS IN EXPLORE

NEW WAYS TO REACH PEOPLE WHO LOVE TO SHOP
SHOPPING ENGAGEMENT CUSTOM AUDIENCES

These are segments of shoppers who have taken certain actions, like tapped on a product tag to view a specific product. Businesses can re-engage these high- intent shoppers with any type of ad.

SHOPPING LOOKALIKE AUDIENCES

These are shoppers that have similar interests to your existing shoppers. Businesses can use ads to find and engage these potential new customers.

*Available to businesses that use checkout on Instagram.

HOW SHOPPING BUSINESSES CAN USE THESE TOOLS
EXPAND REACH

Use ads with product tags to expand the reach and drive engagement of your shoppable content and products.

RE-ENGAGE SHOPPERS

Re-engage people that have shown interest in your products by using Shopping Engagement Custom Audiences to pull them back into the shopping journey.

FIND NEW SHOPPERS

Find net-new shoppers who are similar to your existing shoppers by using Shopping Lookalike Audiences.

SUCCESS STORIES
WHAT THEY DID

With millennials as their main audience, a Korean skincare brand wanted to test new ways to engage its audience and drive sales. They ran an Instagram campaign using a combination of ads with product tags (to make it easier for people to discover and engage with the products) and Branded Content ads.

WHAT THEY DELIVERED
  • 1.8X higher return on ad spend
  • 45% decrease in cost per purchase
  • 42% decrease in cost per add to cart
  • 41% increase in number of people reached
STRATEGY RECOMMENDED

Run existing shoppable posts as ads or setup new ads with product tags in Ads Manager.

WHAT THEY DID

Hollister already ran a successful campaign that tested using ads with product tags to scale its shoppable content and drive sales. They wanted to also test whether showing these shoppable ads to the newly-available Shopping Lookalike Audiences would be effective. They compared running ads with product tags that targeted Shopping Lookalike Audiences to their “business as usual” prospecting audiences.

WHAT THEY DELIVERED
  • 32% higher click-through rate
  • 47% lower cost per click
  • Over 90% increase in traffic
STRATEGY RECOMMENDED

Create Shopping Lookalike Audiences to find shoppers that are likely to enjoy your products but have not engaged with your content yet.

References:

https://business.instagram.com

NexLaunch: we are a digital marketing agency specialized on MLM companies and leaders with over 20 years in the digital marketing and systems world, we have built systems that have transformed online businesses and launched companies around the world. Book a Free Strategy Session here